In this episode of Talking Insights, host António Almeida meet with Chelsea Gibbons, VP of Research Strategy at Sago, to explore a study on workplace happiness through technology. The conversation delves into how facial coding and micro-expression analysis were used to measure joy among users of a content management system across different cultures. 

They discuss the implications of AI in research, participant experiences, and the importance of listening to customer feedback for improving workplace technology.

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In this episode, our host António and Richard Preeti delve into the complexities of synthetic data and its implications for market research. They discuss the semantics of the term 'synthetic data', the role of AI in generating insights, and the importance of grounding AI outputs in real human data. 

Richard emphasises the need for responsible usage of AI, the evolution of research methodologies, and offers advice for both seasoned professionals and newcomers in the industry.

Chapters

00:00
Understanding Synthetic Data: A New Perspective

10:16
The Evolution of Research Methodologies

17:04
Advice for Industry Professionals: Navigating Change

23:42
Introduction to Synthetic Data and Its Importance

24:47
Diverse Perspectives on Synthetic Data

24:54
Introduction to Synthetic Data and Its Relevance

25:59
Critical Perspectives on Synthetic Data Usage

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In this episode, António Almeida discusses the merger between Mintel and Black Swan Data with Matthew Nelson and Hugo. They explore the implications of predictive intelligence in market research, the challenges of integrating two companies, and the future of innovation in the CPG sector. The conversation highlights the importance of cultural fit, the role of AI in democratizing insights, and the need for research teams to prove their value in a competitive landscape.

Chapters

00:00
The Genesis of Collaboration

00:21
Introduction to Predictive Intelligence and Mergers

16:17
Insights from Industry Leaders

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In this episode of Talkin' Insights, host António Almeida speaks with Wes Michael, founder of Rare Patient Voice, about the critical role of patient voices in market research and healthcare. They discuss the evolution of patient participation, the importance of diversity and inclusion in recruitment, and the global expansion of Rare Patient Voice. Wes shares insights on building trust with patients and clients, leveraging technology for better data collection, and offers advice for newcomers in the market research industry.

Learn more about Rare Patient Voice here: https://rarepatientvoice.com/

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In this conversation, Aditi Garg, a Consumer Strategy expert and Founder at Out of Syllabus, discusses India's evolving landscape of sustainability. 

She highlights the differences in consumer behaviour between urban and rural populations, the emotional drivers behind sustainable choices, and the challenges brands face in effectively communicating their sustainability efforts. The discussion also touches on the role of guilt in consumer decision-making, the influence of community and social norms, and the importance of transparency in brand messaging. 

Aditi emphasises the need for diverse narratives to resonate with different consumer segments and envisions a future where sustainability is integrated into everyday practices across India.

If you want to read the article discussed in the episode, you can find it here: https://researchworld.com/sustainability-library/sustainable-brands-urban-india-future-scenarios 

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In this insightful conversation, António Almeida and Adele Jolliffe (from Kantar) delve into the data decision gap in marketing. They discuss the challenges marketers face in utilising vast amounts of data effectively and the disconnect between data and decision-making. Adele shares practical steps to bridge this gap, emphasising the importance of expanding data inputs and outputs, and the role of AI and synthetic data in transforming brand guidance. The discussion also highlights the enduring value of attitudinal data alongside behavioural data, encouraging marketers to explore new methodologies for better decision-making.

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This week we give you a BONUS episode to promote the upcoming training of the Esomar Academy - Breaking the Noise - 12-14 August

In this conversation, Antonio and Arundati Dandapani discuss the upcoming training titled 'Breaking the Noise, Creating Strategic Global Impact with Research Stories and Partnerships' at the ESOMAR Academy. They explore the importance of clarity in storytelling, the transformative power of narratives in data communication, and the structure of the training, which emphasizes hands-on learning and audience engagement. Arundati shares insights on effective storytelling techniques and recommends various resources for improving data storytelling skills.

Some references and documentation mentioned in the episode: 

Culturally Significant Newsletter: Generation1.ca

Keeping Up with the Quants 1. Why Everyone Needs Analytical Skills | Harvard Business Publishing Education

DataStory | Duarte

Home | Transforming Insight -  Insight Management Academy

The essential role of language in survey research | RTI

Polls, Pollsters, and Public Opinion

Shopping for Votes: How Politicians Choose Us and We Choose Them:

www.generation1.ca

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In this episode of Talking Insights, we sit down with Cynthia Vega, Head of Digital Analytics at Kantar and co-author of the report Synthetic Data: Beyond the Hype. Cynthia breaks down what synthetic data really is (and isn’t), dispels common myths, and explains why human input is still essential for high-quality outcomes. We explore how brands are reacting, the blurred lines between experimentation and scalable implementation, and why it’s critical to ask the right questions—not just follow the trend. Whether you're curious, skeptical, or eager to adopt synthetic methods, this episode offers a grounded and thought-provoking perspective.

You can read the report that Cynthia co-author here: https://www.kantar.com/inspiration/brands/synthetic-data-beyond-the-hype

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In this conversation, Jason Cohen, founder of Simulacra Synthetic Data Studio, discusses his journey in the world of synthetic data, particularly in consumer research. He shares insights on the challenges of data collection, the evolution of synthetic data technology, and the scepticism surrounding its use in market research. Jason emphasises the importance of understanding synthetic data's capabilities and limitations, advocating for a more empowered approach to research using generative AI.

https://www.simulacra-data.com/ 

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In this conversation, António and Mary Kyriakidi from Kantar talk about the concept of pricing power, exploring its significance beyond mere profitability. 

They discuss how brands can enhance their pricing power through emotional resonance, sustainability, and effective communication. The conversation highlights the importance of brand differentiation and successful brands' strategies to maintain their value in a competitive marketplace.

Learn more in this insightful article: https://researchworld.com/hot-topics/the-shield-of-pricing-power-why-strong-brands-don-t-blink-at-inflation

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